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Beer ad mimicking highway sign draws state's ire

Brewery owner Dusty Schmidt says he checked with the city of Boise before putting up the sign. (Courtesy: Paul Boehlke/KTBV)

The Associated Press

3/13/2014

BOISE, Idaho — A sign next to the road advertising craft beer can be a powerful draw to begin with.

But the Idaho Transportation Department says such a sign painted green and yellow to mimic an official highway sign complete with a directional arrow is going too far.

KTVB-TV reports (http://bit.ly/1hfjCH7) that Woodland Empire Ale Craft put up the sign in Boise on Front Street hoping to lure in some of the 37,000 motorists that pass by every day headed for Interstate-184.

Brewery owner Dusty Schmidt says he checked with the city of Boise before putting up the sign.

But the Idaho Transportation Department says they have jurisdiction and want the sign taken down because it can confuse drivers.

Schmidt says he's disappointed but he'll take the sign down.

Information from: KTVB-TV, http://www.ktvb.com/

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